A user journey was created from the output of 22 completed questionnaires and 3 user interviews.
The user journey helped me to identify the positive customer experiences and friction points along with their corresponding touch points. The customers emotive experience was mapped out and this helped to visualise the customers experience over time. Aspects of the service that had not been considered such as its social presence became apparent as weak links in the service.
Summary of the Service Friction Points
Queues & waiting times during peak times prevent some customers using the service
Problems with the menu
- There are too many options which confuses customers
- Mixed menu with meat and vegetarian dishes makes it difficult to order
- The online menu only shows daily specials
Potential customers are not aware of what the restaurant has to offer. The restaurant website and general internet presence are not promoting the restaurant and its positive features such as use of local produce and sustainable practices - both are important to the professional customers but many are not aware of this.
The walk to the restaurant is seen as a negative experience for some as it adds to the waiting/queue times.
Although feedback can be left on the Facebook page it is not encouraged/rewarded enough.
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